A connected brand for a spread betting and CFDs specialist.

The challenge

Listed online trading services firm, London Capital Group, needed a brand refresh to support the launch of their new trading platform and drive growth with their target audiences.

The firm also had a multiple product sub-brands in the market, all of which fought with the master brand and were inconsistently used. This resulted in a confusing and disjointed brand experience, one that needed to be fixed.

The solution

Working closely with the business from the outset, we first advised on the naming and product strategy, removing the confusing sub-brands and unifying the firm under the single name of LCG. A simple, yet highly effective and consistent solution.

We then developed the brand promise of 'Trade Connected' that represents the opportunity for their clients to connect with LCG's market insight, superb customer service and a leading edge trading platform.

A digital-first visual identity was then created that further emphasised 'Trade Connected' and included the crafting of a joined-up logo marque and an eye-catching quadrant graphic, created by two connecting elements that represent LCG and their clients.

The new brand was also supported with an external positioning statement, brand pillars and a full set of brand guidelines, including a tone of voice style for the firm.

The result

Using our clear guidelines, LCG's internal team have applied the brand to a wide range of digital tools including a new trading platform and website, plus an integrated advertising campaign and the interior of their new offices. LCG have also announced a four-year global partnership with Stan Wawrinka, one of the world’s leading tennis players, that sees him become the Global Brand Ambassador for the firm.

It's a brand that really connects, both externally and internally on a global stage.